Central to maintaining a business is an understanding of the organization, its context as well as the needs and expectations of interested parties. Context could be expressed in an organization's existing vision, mission, policy or objectives.
Determining relevant internal and external issues is followed by the monitoring of those issues to achieve the intended results of the organization's business system. See ISO 9001:2015 or the ISO 14001:2015 for reference.
Take a look at your "Context of the Organization" and find opportunities for improvement.